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Ad Man and Theatre Personality Alyque Padamsee No More

Popular ad filmmaker and theatre personality Alyque Padamsee passed away in Mumbai on Saturday morning. 90-year-old Padamsee was reportedly in bad health and had been ailing for quite some time.

A veteran in the theatre and advertising world, Padamsee was known as the brains behind several iconic Indian ad campaigns including Lalitaji for Surf, the Liril girl under the waterfall, Hamara Bajaj and the MRF muscle man.

Alyque Padamsee with daughter Shazahn Padamsee.

In the world of theatre, Padamsee was known for his theatre productions such as Evita, Jesus Christ Superstar and Tuglaq. Padamsee also played the role of Muhammad Ali Jinnah in Richard Attenborough’s Oscar winner Gandhi.

Padamsee was conferred with the Padmashri in 2000 by the President of India and he also received the Sangeet Natak Akademi Tagore Ratna in 2012.

Besides political leaders, Alyque Padamsee’s close friends and colleagues have been reacting to his death on Twitter:

Sorry to hear of the passing of Alyque Padamsee, creative guru, theatre personality and doyen of our ad industry. My condolences to his family, friends and colleagues #PresidentKovind

Saddened by the demise of Shri Alyque Padamsee. A wonderful communicator, his extensive work in world of advertising will always be remembered. His contribution to theatre was also noteworthy. My thoughts are with his family and friends in this sad hour: PM @narendramodi

Saddened to hear of the passing of Ad Guru and Theatre doyen #AlyquePadamsee.He gave me my first break in Theatre, like countless before and after me.Maverick, Unique, Uncompromising. There will never be another....#RIP Alyque.

If you grew up in south Mumbai in the 70s, did a bit of theatre, went to Xaviers college , watched the Liril ad and imbibed the cosmopolitan spirit of a city that simply loved life and its people , then Alyque Padamsee was an iconic figure.. RIP